ВИТОКИ ТА ХАРАКТЕРНІ РИСИ ПОВСЯКДЕННО-ПОБУТОВОЇ СФЕРИ В УМОВАХ ГЛОБАЛІЗАЦІЇ
Journal Title: Гуманітарний часопис - Year 2016, Vol 1, Issue 4
Abstract
Selevko Vladimir ORIGIN AND CHARACTERISTICS OF EVERYDAY HOUSEHOLD SPHERE UNDER GLOBALIZATION Relevance of the research is to identify ideological, cultural and technical facts of cultural borrowing, and in some cases to substitute its own national and cultural forms of everyday life for the North American and European lifestyles and technologies. The study of this issue will help to know the nature, causes and the origin of cultural borrowing that is consistent distribution of Western cultural and social forms and technologies in the non-Western world. The objective of the paper is to determine the characteristics of unification demonstration of cultural and social forms (in residential architecture, household items, leisure, food) and their origin under globalization. Globalization in everyday household sphere is characterized by unification, standardization, desacralisation, rationalization, functionalism, pragmatism and informatization. This is due to the fact that after the Nazis came to power in Germany and the economic crisis deepened, many well-known, prominent artists left Europe and the USA took priority in architecture and design. With the support of manufacturers they created a functional style spread widely in different countries. In terms of ideological principles, this phenomenon is consistent with the principle of European humanism - anthropocentrism and left-liberalism. However, the process of borrowing material and household patterns takes place without the establishment of political ideas and values of Western civilization in the minds and behaviour (separation of political culture from everyday culture). Globalization contributed to a quick spread of new technologies, samples of modern life and cultural forms of everyday life among traditional or nonWestern societies, which in turn formed new values, namely comfort, consumption and safety. But do these traditional societies have concepts of human rights, individuality, liberty, freedom of choice, respect for private property, etc., which form the basis of Western civilization? The question remains open. Thus, first of all external, material and household patterns are borrowed without mastering the essential values of Western civilization, without establishing political ideas. Nowadays there can be observed at least a declarative attempt to connect the phrase "live like in Europe" with political and civilizational choice. Although in some way it is connected with fashion, comfort, aesthetic taste rather than with a change in consciousness that is "westernization". At the foreground we can see new values such as a desire for comfort and convenience rather than freedom and liberty rights. It is necessary to focus attention on the powerful importance of advertising and cinema transformation in lifestyles, life and leisure, holiday culture, health, family and demographic conditions of Western civilization. At the same time the state has no monopoly to make everyday aspects of life dependent on its political interests as manufacturers and retailers play the main role in this sphere. Therefore, they establish new priorities and standards of consumer culture in mass culture and program human behavior. Perhaps, we can observe the process of cultural accumulation by adding new elements to the existing culture and enriching the existing culture through new elements borrowed from other cultures that will help not to replace but rather modernize both traditional and post-Soviet culture.
Authors and Affiliations
Володимир Селевко
Keywords
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